Swiss Design in one Sentence!
Swiss Design in one Sentence!
Out of context: Reply #22
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i think the problem with these responses is that people are referencing the swiss style.. not the swiss design movement. - which is probably what u want
the style it self was an intrisic development from the ideologies which the movement stood for - the style doesnt exist in a vacuum.
swiss design (or international) was concieved to be utilitarian (therefore easily read), mechanised (hence the grid)
the no frills typefaces prolly came from rejecting the high contrast burgeoise faces and since it was gonna be mechanised and mass produced - theres no longer need for serifs + it fits in with the mechanical structured style more than the overly ornate handdrawn styles.
in one word - utilitarian
in a sentence
design for the masses